This Supplementary Estimate is required to cover the cost of the Government's information and awareness campaign for the completion of the European Single Market which was launched by the Taoiseach on 4 July.
The entry into force of the Single European Act in 1987 has been the signal for a new surge of activity within the European Community. After a long period of economic stagnation and internal debate and disagreement about the future development of key Community policies, the member states have decided on a broad set of objectives of which the completion of the internal market and economic and social cohesion are probably the most important.
This House has already had an opportunity to consider the implications for the Community of the creation of a Single European Market when the published Cecchini report was debated. It was generally accepted that the lifting of the numerous barriers to the free movement of goods, services and capital and, of course, people would offer many advantages to this country, particularly to industry and commerce provided adequate steps were taken to prepare all those whose economic activity would be affected.
Progress towards the achievement of a single market is now irreversible. This was agreed by the Heads of State and Government at the European Council in Hanover earlier this year and more recently in Rhodes. By the end of the year, the European Commission confidently expects to have tabled over 90 per cent of its legislative programme. Improvements in the decision-making machinery within the Council of Ministers have made an enormous impact in the rate at which agreement on many aspects of the internal market programme have been reached. The European Council has now called for this rate of progress to be maintained and where possible accelerated.
The creation of a Single European Market is clearly of enormous historic importance for the European Community but has equally important economic and social implications for the people of Europe. That is why the deadline of 1992 has caught the imagination of the citizens of Europe and made an indelible impression on their minds.
When the Government launched their information and awareness campaign at the beginning of July, they did so under the slogan "EUROPEN — Think Ahead, Act Now". In that slogan, we have attempted to convey the idea of a Europe which is open to the freer movement of trade on which we in this country are dependent as well as to people who wish to move freely throughout the Community whether for business, education, employment or recreation. We have also tried to give a sense of urgency. We are, in effect, saying that while 1992 may seem some way off, it is in fact just around the corner in terms of strategic planning and preparation which individuals and firms may be about to undertake. If we are to benefit from the estimated economic advantages which a unified market will hold, we must begin to make the necessary preparations now.
In designing the first phase of this campaign, we have tried to do four things: (i) to create awareness about the Single European Market in broad terms; (ii) to provide relevant information on the principal areas where change can be expected; (iii) to highlight the opportunities and the challenges which, with proper preparation, can be seized from the internal market and (iv) to urge individuals and firms to take all appropriate steps to brief themselves and prepare for the single market. We also recognised the need for a truly national campaign. The Taoiseach spelled this out clearly at the national launch on 4 July when he said that what was required in tackling the challenge of the internal market was the national unity and sense of common purpose that we have in launching and implementing the Programme for National Recovery. Those of you who were in the National Concert Hall on that date will recall that the bodies who are partners with the Government in that programme were represented on the platform with the Taoiseach.
On behalf of the Government, I should like to pay tribute to the invaluable role which all the organisations who are partners with the Government in that programme are playing in the EUROPEN campaign. Their support and co-operation, together with their own energetic programme of activities, has greatly contributed to the success and effectiveness of the campaign as a whole.
The economic argument for a Single European Market is by now broadly accepted. The question which is now being asked is not whether it will happen but how can I get ready for it and how exactly will it affect my business and my future? The Government cannot, and indeed should not, attempt to dictate to each firm or organisation what the correct strategy for any individual group should be. It is, however, the Government's role to ensure that the conditions on which we participate in the creation of the single market and the benefits which we can expect from it are, given our status as a peripheral, economically underdeveloped part of the Community, both fair and generous. That is why we attach such importance to the parallel implementation of a meaningful policy for the regional and social development of this country as set out in the Single European Act which specifically calls for the reinforcement of the economic and social cohesion of the European Community. The recent satisfactory conclusion of the negotiations on the reform of the Structural Funds are a vindication of the Government's determination to see reflected in the legislative detail the broad political commitment made by the Heads of State and Government in Brussels in February.
It was to ensure proper co-ordination of important negotiations such as those to which I have just referred that the Government established a Committee of Ministers and Secretaries which is chaired by the Taoiseach. This committee, which meets weekly, will also co-ordinate the steps that are needed to adjust to specific features of the internal market programme.
The main focus of the EUROPEN campaign has been the targeted provision of information and the promotion of specific preparatory action on a sector-by-sector basis through conferences, seminars and group meetings as well as through direct advice and guidance. In addition, the Government commissioned a major advertising and public relations campaign which is being co-ordinated by the EUROPEN Bureau headed by a full time director attached to the Department of the Taoiseach. The seminars dealt with the implications of the specific directives most closely affecting the different sectors but also provided guidance on the changes affecting all sectors across the board on how to adapt in the different functions of business such as production, finance, marketing and so on.
Following the initial launch which focused primarily on raising awareness of the Single Market Programme through television, radio, press and poster advertising, the campaign has moved into higher gear with the series of sectoral conferences to which I have referred. The former Minister for Industry and Commerce, accompanied by representatives of the semi-State agencies most involved in the single market, hosted a nationwide series of seminars at which an estimated 3,500 members of the business community participated. Other Ministers also held or participated in conferences and many were organised by the national representative bodies which joined the Government in sponsoring the campaign. Such has been the proliferation of conferences since the beginning of September that we estimate that there will have been at least one conference a day on some or other aspect of the Single European Market.
The Government have also published a set of 14 information leaflets covering key areas of the Single Market Programme and an extensive advertising campaign inviting members of the public to obtain copies will continue until Christmas. These fact sheets are designed to be updated to take account of developments in the Community and they will be a permanent feature of the campaign. In addition, over 8,000 copies of a booklet issued by the Department of Industry and Commerce entitled "The Opportunity and Challenge for Business" were distributed.
We were also conscious of the interest being taken by young people in the completion of the internal market so we were happy to co-operate with Allied Irish Banks in preparing a special 1992 supplement in the November edition of "Young Citizen". This has been widely distributed in schools and colleges across the country.
The EUROPEN Bureau are also making a financial contribution towards the cost of a video on the Single European Market which is being made by a production team from the "Today Tonight" programme. The office of the European Commission in Dublin has generously agreed to contribute 5,000 ECU to the production costs and has paid for the RTE team to travel to Brussels. The film will last about 35 minutes and is scheduled for broadcast on 13 December. It is our intention, with the co-operation of RTE, that an edited version of this video will be marketed widely. We will encourage companies, organisations and schools as well as individuals to obtain a copy.
The Government drew on the professional services of a private organisation, AIR Call Teledata Services Ltd. to handle the taking and logging of requests for the information leaflets, for their despatch and for generating a data base system for use by the EUROPEN Bureau. The advertising and public relations firms were retained by the Government following the submission of competitive tenders and their fees together with other external payments will be met in accordance with the Government's contracting procedures.
The Government are satisfied that the momentum of the campaign has been successfully maintained. A solid basis of information on what is involved has been relayed through conferences, seminars and information leaflets to a wide crosssection of the population, especially the business community. There has also been extensive well informed coverage in the media of the issues which the Single European Market must address.
The EUROPEN Bureau, in consultation with the private sector and public sector, which have come together in a co-ordination committee on the campaign, are preparing a detailed action programme for 1989. Feedback from the campaign is already showing a growing demand for more detailed information on the implications for specific sectors of economic activity. The campaign will respond to this demand in the most effective and co-ordinated way possible.
We are also aware of the need to have a detailed and sophisticated survey of Irish industry and business to gauge the effectiveness of the campaign in raising consciousness and encouraging serious preparation. I have no doubt that information from such a survey would be of great assistance in planning certain aspects of the next phase of the campaign.
A year ago or even six months ago, it would have been hard to imagine that the "spirit of 1992" would have caught the interest and attention of the public and the business community as much as it has done. There is now a widespread acceptance of the need to prepare for 1992 and the Government are determined to ensure that together with the sectoral bodies, the social partners and other representative organisations, this country will be among the best prepared of any in the Community to take full advantage of the opportunities which will undoubtedly present themselves as the single market becomes a reality.
Deputy Noonan (Limerick East) rose.